AMP on Google Search

As more people access the web on mobile devices, speed and performance have become critical for both user experience and SEO. To address this, Google introduced AMP (Accelerated Mobile Pages), a framework designed to load pages almost instantly on mobile.

In this lesson, we will explain what AMP is, how it works in Google Search, and whether it still matters for SEO in 2025.

What is AMP?

AMP (Accelerated Mobile Pages) is an open-source project that allows you to build lightweight versions of your web pages. These pages use simplified HTML and special caching to load very quickly on mobile devices.

Originally, AMP pages had a “lightning bolt” icon in Google Search results, showing users that the page would load fast. While the icon has been retired, the principle remains: faster mobile pages = better user experience.

How AMP Works in Google Search

1. AMP Caching
   Google caches AMP pages on its servers. When a user clicks your AMP result, Google serves the cached version for faster delivery.

2. Mobile-First Indexing
   With mobile-first indexing, Google primarily uses the mobile version of your site for ranking. AMP pages can act as your mobile version if implemented correctly.

3. Enhanced Visibility in Certain Features
   AMP pages were once required for features like the Top Stories carousel in Google News. Today, they are not mandatory, but fast-loading mobile pages (including AMP) are still more likely to be highlighted.

Benefits of AMP

• Speed: AMP pages load in under a second on most devices.

• User Experience: Faster pages reduce bounce rates and keep users engaged.

• Visibility: AMP can still help with certain features in Google Search and Google News.

• Accessibility: AMP pages are often simpler, making them easier to navigate for all users.

Limitations of AMP

• Development Effort: AMP requires building a separate version of your page or adapting your site to AMP standards.

• Branding Restrictions: AMP limits design flexibility compared to regular HTML pages.

• Not a Direct Ranking Factor: Google has confirmed that AMP is not a ranking factor. Instead, speed and user experience are what matter.

AMP and SEO in 2025

AMP is no longer a requirement for Top Stories or other special search features. However, AMP can still be useful if:

• Your site is news-heavy or content-driven

• You want to ensure the fastest possible mobile experience

• Your team can maintain AMP pages alongside your regular pages

If your site is already fast, well-optimized, and mobile-friendly, AMP may not provide significant additional SEO benefits.

Best Practices for AMP

2. Validate AMP Pages: Use Google’s AMP Test Tool to ensure your AMP pages are error-free.

3. Track Performance: Monitor AMP traffic in Google Search Console under the AMP report.

4. Use Structured Data: Add structured data to AMP pages for rich results.

5. Maintain Consistency: Ensure your AMP content matches your canonical page content.